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The best part is, it didn’t cost you anything (except time and elbow grease) to get to the top of her results. Unless, of course you paid for someone else’s time and elbow grease. Even so, you’ve got a sale and your customer got what she was looking for. Sounds like the classic win-win situation. So, what’s not to love about Search Engine Optimization (SEO)? Plenty – if your efforts stop there. Because getting your site to the top of the search result heap is only half the battle. Leave the other half un-fought, and you’re actually doing yourself more harm than good. Lets not forget that the ultimate goal of this whole exercise is to eventually make sales. And last I checked, search engine spiders weren’t spending a whole lot of money. When an actual human being gets to your site and sees a page designed for a robot she feels a bit used. Kind of like being pitched to by the used car salesman in the polyester suit. She reads copy that, rather than telling her how she might benefit from what you have to offer, repeats variations of her search term over and over. This tells her you don’t care about her, you only want her money. She clicks away and searches some more. This hurts you in at least three ways: 1.You lose the sale. So you don’t make any money. 2.She still visited, as did everyone else sucked in by your high placement. Depending on your hosting arrangement, you could be paying for more traffic. So you may actually lose money. 3.Most importantly, your prospect now has a negative impression of you. Even if you clean up your act she’s less likely to ever click on your link again. It’s called negative branding and, you guessed it: It causes you to lose money. It also has the potential of hurting you even more in the future, as search engine spiders are getting smarter every day. Not only do they eventually catch on if you mindlessly repeat phrases to trick them, they also notice if searchers are always coming back to the results in a hurry because you weren’t what they were looking for. If that is the case, they won’t continue to recommend you so highly. It takes more time and more effort to develop content that is both human and spider friendly. But not doing so can actually do you more harm than good.
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Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. How To Create An Online Newsroom The Media Will Love From time to time, people ask me how public relations has changedduring the two decades in which I’ve been seeking publicity. Myanswer: technology. Twenty years ago, the fax machine was anewfangled novelty. Our primary means of communicating withjournalists was the telephone and the US Mail. The advent of e-mail and the web has made life easier in many regards and tougherin others - namely, thanks to hordes of clowns with money makingschemes and … 2. The Surprise Inside! By David Handler Think about all those Cracker Jacks you ate as a kid. What’s your lasting memory? I’m guessing it’s not the taste, but the surprise inside – that tiny package that contained a simple puzzle, brain teaser or temporary tattoo. Today, I still glance over my kids’ shoulders reliving fond memories every time they open one.The goal of promotional marketing for your small business is to put a smile on the face of the recipient, and give them something… 3. Set Your Business Apart With A Unique Selling Proposition By Joe Love Unless your company has absolutely no competition now or in the forseeable future, you're well advised to find and develop a unique selling proposition (USP) that differentiates your business from all of your competitors.For you to succeed, you have to identify and understand what you or your business does or can start doing for your prospects and customers that provides them with a result that is superior to the competition's. This is called y… 4. Forget Conventional Marketing - Embrace the Web! By Lee Traupel Tactical marketing processes are once again undergoing fundamental shifts from traditional to web-based processes. Many traditional marketing firms/agencies are still touting the tried and true to their clients; i.e. Tradeshow attendance, Print, Traditional PR, TV and Radio. However, these conventional marketing processes work best for broad market awareness and/or branding, especially for a Fortune 1K company with significant resources to spen… |